COVID-19 改變了全球的生活型態與消費行為，疫情時代民眾的消費模式也大量從線下轉向線上，而近幾年訂閱制成為許多企業致力推廣的服務，在台灣處於三級警戒的嚴峻環境中，外送平台推出的訂閱制會讓消費者加入使用的關鍵性原因為何？
本研究問卷以便利抽樣及滾雪球抽樣調查進行發放，受測對象為本身就是外送平台使用者，總計問卷回收共269份，有效問卷為210份，問卷有效填答率為78%，以EViews 7為統計分析工具，透過線性機率迴歸模型分析認知易用性、認知有用性、知覺價值對於消費者使用外送平台訂閱制的關係。從研究結果顯示調整後的判定系數為0.62，D-W值為1.91，表示解釋力適中且沒有自我相關問題，而最終實證分析中顯示具有顯著性的問項為「外送平台便利性」、「外送平台安全性」、「外送平台降低染疫風險」、「外送平台訂閱制節省時間」、「願意持續使用外送平台訂閱制」。

關鍵字：訂閱制、認知易用性、認知有用性、知覺價值

In recent years, subscription service is widely promoted by a large number of corporate, many of them have launched subscription service to encourage customer loyalty, food delivery platforms are one of them. During the COVID-19 pandemic, the outbreak that started in 2019 affected not only people’s lifestyle but also shopping method. And because of Work From Home and social distancing, consumer's behavior have changed from offline to online consumption. Taiwan, when under level 3 alert during the pandemic, the food delivery platforms experienced massive growth of subscribers. What was the crucial reason for consumers joining the subscription service launched by the food delivery platforms?This study used convenience sampling snowball sampling questionnaire survey, in which respondents are already food delivery platform users. In this study, the main research method use as the quantitative method, and conducted in a convenient and snowball sampling questionnaire survey. A total of 269 questionnaires are collected, in which 210 are effective, resulted in 78% of valid response rate.The study supplemented by SPSS statistical software for validity analysis, reliability analysis, and demographic statistical analysis, and finally, to use of EViews statistical software for linear probability model to analyze the how Perceived Usefulness, Perceived Ease of Use, Perceived Value, are related to the subscription of food delivery platform for consumers. The result shows that the adjusted coefficient of determination is 0.62, D-W value is 1.91, which indicates that reliable. The final result empirical analysis reveals that the significant questions are “the convenience of food delivery platform”, “safety of food delivery platform”, “reduced risk of catching COVID-19 through food delivery platform”, “time saving of food delivery platform”, and “willingness to using food delivery platform continuously”.
Keywords: Subscription, Perceived Usefulness, Perceived Ease of Use, Perceived Value

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